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Retail bargaining behaviour of American and Chinese customers

Don Y. Lee (Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 February 2000

Abstract

Reports on a cross‐cultural study of retail bargaining behaviour between American and Chinese customers. The framework of the Fishbein behavioural intention model is applied to the retail bargaining setting, and bargaining style is treated as an action “caused” by bargaining intention, which is in turn affected by the subjective norm and bargaining attitude. The respondents were 100 American and 100 Chinese Singaporean customers. The findings of this study suggest that the Fishbein behavioural intention model can be used to explain the retail bargaining behaviour of both American and Chinese customers. The study also found that Chinese people have a higher level of bargaining intention and a more competitive bargaining style than the Americans, although the bargaining attitudes and subjective norms of the two groups do not differ.

Keywords

Citation

Lee, D.Y. (2000), "Retail bargaining behaviour of American and Chinese customers", European Journal of Marketing, Vol. 34 No. 1/2, pp. 190-206. https://doi.org/10.1108/03090560010306287

Publisher

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MCB UP Ltd

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